After my experience in PR, program management, digital marketing, and growth marketing, I discovered a function in marketing that changed my career trajectory — product marketing. In between my previous role and my first Product Marketing role, I spent some time learning Python, which helped me understand the problem-solving aspects of product management and engineering. The most accomplished project I programmed was a combat game (happy to share more details!). I used my experience to build rapport with engineers, and became the gatekeeper between sales and engineering.Given my experience, I was the hybrid product manager/product marketing manager which gave me the insights and understanding of what it takes to communicate market needs to the engineering team. In this role, I focused heavily on understanding the market, developing the right persona for our target market (size of company, needs, values), and using my research to influence the product roadmap. In addition, I used my previous digital marketing (including SEO) and demand gen knowledge to lead the go-to market.Milestones include:• First PMM hire to help with: sales enablement, demand generation, and product management• Oversaw and managed the CX product line from MVP to profit in < 1 year, increasing ARR from $250K to 500K• Fastest product line to reach $250K from positioning, developing competitor analysis, and producing product marketing materials (e.g., brochures, datasheets, case studies)• Defining requirements for MQLs and SQLs to solidify our target audience, optimizing conversion rates• Created email drip campaigns to automate and streamline the sales process, reducing the qualification process. I was able to increase email open rates by 15-20%•Developed a clear and defined demo script for Sales to ensure the pitch resonates with prospect pain points, challenges, and desired outcomes

I helped small companies and startups identify opportunities through market intelligence and company analysis. As a consultant, I focused on customer acquisition and retention strategies, using my expertise in analytics, messaging/positioning, SEM, technical and content SEO, funnel analysis, CRO, and email marketing automation. I enjoyed the different aspects of consulting and applying my full-stack marketing knowledge! However, I missed the end-to-end experience of marketing, minus the social media. :-) See Projects to understand how I consulted with businesses.

After managing programs in my previous role, I learned there were specific functions of marketing that genuinely excited and challenged me. I delved into the more "technical" and data-oriented side of marketing that drives demand and growth in other areas (related to product), such as product adoption rates, technical SEO, and conducting tests to refine messaging that resonates with the target market.At Tradecraft, I worked with several start-ups to solve their challenges, including:• Developed a messaging strategy to create and optimize paid ads• Conducted technical SEO audit and provided recommendations to optimize ranking• Created email automation flows for new user acquisition and user retention with strategized messaging and positioning

After realizing PR wasn't for me, I moved into program marketing where I knew I could combine the powers of my left brain with my right brain. This was a great opportunity for me to refine the target market based on interviews, distilling and improving ad messaging through testing, increasing engagement through social media campaigns, and lifecycle email marketing.Here's what I did: Optimized marketing funnel through paid ads, A/B testing, qualitative and quantitative research, email marketing, and social media.Lead Optimization• Built marketing personas to target multiple segments and optimize lead generation funnel• Improved sales process and Marketo lead scoring through nurture campaigns. Decreased lead dropout by 8% and increased opportunities by 20%Analytics & PPC• Set up and tracked web traffic, user behavior, and conversions in Google Analytics• Implemented and maintained AdWords strategy through testing and optimizing campaigns• Designed and created landing pages for A/B test. Increased conversions resulting in the lowest CPC in company historyEmail Marketing• Created Marketo nurture campaigns to recapture 10% of leaked leadsSocial Media• Redefined and shifted social media content distribution across Facebook and Twitter for fine-tuned targeting. Successfully set a global voice and drove 70% more website traffic with Twitter